Market Segmentation

Behavioral Segmentation

Market segmentation strategy whereby the division of the target market is made
according to the patterns in which the people in the market live and spend their time and money.
Buyers in a market will differ in their wants, resources, locations, buying attitudes, and buying
practices, and any of these variables can be used to divide a market. In behavior segmentation,
potential buyers of a product are divided into groups based on their knowledge, attitude, uses, or
responses to a product.

Behavioral segmentation involves learning about your target audience and categorizing
them into groups according to their profiles. Following behavioral segmentation, behavioral
targeting is getting the right message at a particular in time to the people it’s relevant to. It’s the
opposite of mass marketing, which is delivering the same message no matter who the audience
is.

A) Occasion

Occasion segmentation helps in building product usage. Marketers can focus the product
usage to certain or specific reason or season. For example, Baju Kurung have always been ideal
to wear for any reason such as to work or to college. However, buyers are likely to buy more
baju kurung during Eidulfitr, which is a special occasion for Muslims. Therefore, clothes
company will do effective advertisement and promotion about baju kurung for Eidulfitr
occasion.

B) Usage

Some markets can be segmented into light, medium and heavy user groups. Heavy users
are often a small percentage of total consumption.

C) Loyalty

Loyal consumers- those who buy one brand all or most of the time are valued customers.
Many companies try to segment their markets into those where loyal customers can be found and
retained compared with segments where customers rarely display and product loyalty.
D) Benefit sought

An important form of behavioral segmentation. Benefit segmentation requires Marketers

to understand and find the main benefits customers look for in a product, the kinds of people who
look for in each benefit and major brands that deliver each benefit. For example, jeans maker
company segments its markets according to benefits that different consumers seek from their
jeans. ‘Straight cut’ jeans are for consumers who is slim but still wants to look best and fit in
their jeans. ‘Normal cut’ jeans are suitable for buyers who wants their jeans to look casual and
feel comfortable.

E) User Status

Markets are segmented into status of users such as nonusers, potential users, first-time
users and regular users of a product. This is to reinforce and retain regular users, to attract
nonusers and also to build relationship with ex-users.